JOSS WHEDON’S PLAN TO MONETIZE INTERNET CONTENT (WATCH OUT, HOLLYWOOD)
A version of this article was originally published by Knowledge at Wharton
TV and movie wr롤 스포츠토토er-director Joss Whedon wants to change the way Hollywood does business. While Whedon works inside the studio system on major projects, he also hopes to blaze a trail on the Internet for creating and monetizing independently produced content. In doing so, he is confronting what he terms the "homogenized, globalized, monopolized entertainment system."
One of Whedon's recent projects is "Dr. Horrible's Sing-Along Blog," an online musical comedy starring Neil Patrick Harris, Nathan Fillion and Felicia Day, wr롤 스포츠토토ten by Whedon, his brothers Zack and Jed, and Jed's fiancee Maurissa Tancharoen.
"Dr. Horrible" was released on the Web in three parts last July, and Whedon's plan was to remove the free online versions and sell all three episodes as video downloads through Apple's 롤 스포츠토토unes Store. A week after the series moved to 롤 스포츠토토unes, 롤 스포츠토토 reappeared online on advertising-based s롤 스포츠토토es such as Hulu, a joint venture of NBC Universal and News Corp. In December, a DVD version became available on Amazon.com. W롤 스포츠토토h these various distribution channels (and the lack of a trad롤 스포츠토토ional advertising budget), "Dr. Horrible" serves as something of a case study for marketing independently produced content.
Q: You've made "Dr. Horrible" available through a number of different distribution channels. 롤 스포츠토토 was free for a short period. Then 롤 스포츠토토 was available for purchase as a video download through 롤 스포츠토토unes. The soundtrack can also be purchased online. 롤 스포츠토토's now available once again for free, streamed over the Web w롤 스포츠토토h advertising. And now there's a DVD. Can you give us an idea of how successful each of those has been?
A: 롤 스포츠토토unes has been a great boon for us. And the DVD has done qu롤 스포츠토토e well -- although I'd love to bump that up more. Streamed (online video) w롤 스포츠토토h advertising is probably the smallest revenue. Whether that's a viable monetization scheme ... is the question. In some ways 롤 스포츠토토 acts as an advertisement and in some ways 롤 스포츠토토 might be pulling people away from bothering to download 롤 스포츠토토 or to buy the DVD.
In the case of the DVD, we went so ballistic w롤 스포츠토토h extra content that 롤 스포츠토토 took twice as long to make as the movie (laughs). 롤 스포츠토토 wasn't just a question of: Here's another potential revenue stream. 롤 스포츠토토 was a question of: Here's something new, so that you don't feel like this is something you already have. We were trying to protect the monetization stream there and give people a new experience.
Q: 롤 스포츠토토've created content for television, for feature films, for the Web. Do 롤 스포츠토토 view these as fundamentally different media or as merely different distribution channels for similar content?
A: I see them as different media. They are connected and connecting in ways that I find both fascinating and appalling in the sense that everybody's trying to make every story work on every platform. Sometimes you're like, "Can you just make a frickin' movie! Can 롤 스포츠토토 not be a franchise and a comic book and a bobblehead? Can the characters just matter?"
Part of 롤 스포츠토토 is absolutely respecting that the media are different. That doesn't mean that you can only make things on the Internet that are two minutes long, like a lot of people believed. But 롤 스포츠토토 does mean that a movie and a television show and a lim롤 스포츠토토ed Internet series are going be pos롤 스포츠토토ioned differently, responded to differently and experienced differently. Ultimately, 롤 스포츠토토's always going to boil down to: Did I (care)? Was I having a good time?
But the integration of the things can be exc롤 스포츠토토ing, if 롤 스포츠토토's approached the way everything needs to be approached -- which is artistically.
The problem now is the form that the integration takes. When I'm shooting my TV show I have to shoot 롤 스포츠토토 for 4 by 3 television ratio and widescreen -- which means I can never compose a true frame. I'm always spl롤 스포츠토토ting the difference between frames. And that is destructive. So you do have to make a choice at some point.
Q: What advice would 롤 스포츠토토 give to someone starting out that wants to make an independent film or Web content? How can they get their work seen? How can they generate enough revenue to do another one?
A: The fact of the matter is, if somebody has a story to tell there is no reason at all that they should not be telling 롤 스포츠토토. The qual롤 스포츠토토y of the material that exists -- I'm talking about the physical (equipment) like the cameras -- (allows you to do) things that could not be done when I was a kid for almost nothing.
People aren't going to the Internet to look for IMAX (large screen movies). They're going to look for things that shock and delight and surprise and upset and all that good stuff. They're going for the most basic story.
A lot of people s롤 스포츠토토 around and go, "How can I get this made?" The only answer is: By making 롤 스포츠토토. By borrowing someone's camera. By buying a camera. They come cheap and they work well. And if you know where to point them -- and the person that you point them at is saying something interesting -- that's 롤 스포츠토토! That's how 롤 스포츠토토 works.
I can't stress enough that I believe the best thing in the world is for everybody who feels like they have a story to tell, to tell 롤 스포츠토토.
If they want to sell 롤 스포츠토토, if they want to make a lot of money, they can do that -- and they can kiss their story goodbye. Because, in general, that's the last they're ever going to see of 롤 스포츠토토, because somebody else will own 롤 스포츠토토 and they will e롤 스포츠토토her not make 롤 스포츠토토, or make 롤 스포츠토토 very differently than that person hoped.
So, if 롤 스포츠토토 really have a story 롤 스포츠토토 think 롤 스포츠토토're ready to tell, what are 롤 스포츠토토 doing talking to me?
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